We’ve grown accustomed to spotting girls with pink hair at the grocery store and with green hair at the gym. Bright, saturated hair colors have not only become accepted, but normal and totally covetable. But now it seems that ladies are taking those ultra-dyed locks a little further south (we know what you’re thinking, and no, not that far south). We’re talking about armpit hair. Not only unshaven and natural armpit hair, but pits that are lavender, aquamarine and fluorescent yellow.

The trend, or should we say movement, all began unintentionally by Seattle-based hairdresser Roxie Hunt. Hunt always wanted to try dyeing armpit hair and asked her co-worker Rain Sissel if she’d be up to it. Rain obliged and the experiment went shockingly well. So well, in fact, that the blog post Hunt wrote on how to dye your own pits was shared more than 35,000 times. Soon after, photos of other ladies with vibrant underarm hair came rolling in. Suddenly Hunt and Sissel found themselves heading the “Free Your Pits” movement.

Now the movement has an Instagram page, a growing series of hashtags (#freeyourpits and#dyedpits) and a full-blown manifesto. The ladies write:

We would like to use our pits to start an evolving conversation about feminism, identity, body positivity, judgement, acceptance and freedom of choice. Our goal is to use this demonstration of personal choice and expression to help broaden and challenge the standard of “beauty” in a society that already places way too many harmful standards on women. We aim to steer this standard towards a celebration and acceptance of our unique differences and away from the existing cage that restricts us and causes us to wrongfully judge each other.

Another woman fully on board with underarm hair is Anna Biotics, who started the Instagram page Lady Pit Hair all the way back in 2013. The account, which is dedicated to ladies who want to show off their full-grown pits, is not necessarily all about dyed pits, but it’s definitely an aiding force in the feminist movement.

Walking around with rainbow-colored underarms is definitely a look, but hey, what’s life for if not to have a little fun with it? And besides, the message here is heartfelt: rock your body and body hair however you want. That’s something we can definitely get behind.

What’s your take on this vibrant trend? Are you into it? Share your thoughts with us in the comments below.